Sabri, Ouidade; Doan, Hai Van; Malek, Faten; Bachouche, … - In: International Journal of Retail & Distribution Management 48 (2020) 8, pp. 781-801
Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design/methodology/approach: Two separate experiments were conducted. Study 1 was...